Tag Archives: content creation

Aha! From traditional thought leadership to insight delivery

When you hear a subject-matter expert or a company claim thought leadership, what is your reaction? Are you intrigued and curious? Or does this set the expectation that the ideas involved may be interesting, but maybe not at all practical? And that a certain sense of gravity and authority may possibly put you off?

Judging from my own recent experience, talking with business and technical people in a variety of companies, it looks like thought leadership fatigue is setting in. People still get excited about their own thought leadership efforts, but somebody else’s? Hardly ever.

If this is the sort of thing that comes to mind when you think of thought leadership…

However, as a content category, thought leadership is blooming and fertile. People in all kinds of companies offer materials that are meant to reflect their thought leadership. Some company websites include eponymous tabs, where you can read such content. Content makers like me happily produce white papers, presentations, and other pieces that express our clients’ thought leadership. They are often enjoyable to work on, because they go beyond the more mundane and familiar notions and materials one deals with.

Are all these efforts really worth the cost and time? I don’t doubt that issue experts and smart people can share interesting insights that may open the eyes and minds of their readers and listeners. But, unless you’re in a retreat, sheltered from your daily tasks, enjoying some downtime, or procrastinating on what clamors for your attention—who has time to do more with thought leadership content than to give it a quick glance and nod it away?

I suggest we refresh thought leadership with a complementary approach. Let’s call it AhA marketing, because, at its best, it delivers aha moments of insight. How is this different from thought leadership? From the audience’s perspective, AhA marketing is…

  • Practical: You get something you can use in your work, right now. Or something you can tell a colleague, who can apply it. All you need to do is spend a few minutes with the content. Thought leadership, on the other hand, may take a long view into future developments—interesting, but not always relevant, and often hard to substantiate.
  • Surprising: AhA marketing doesn’t waste your time by warming over statements you have already heard. At the time it’s published, it shares new, original ideas of people who know what they’re talking about.
  • Brief: If you have time to read one or two pages or view a couple of minutes of video, you’ll get something out of this. The content goes straight to the point. You don’t need to sift through white papers or presentations that are stuffed with irrelevant or light material, with the most worthwhile nuggets carefully stashed.
  • Collegial: AhA communicators and marketers wear their expertise lightly. The idea or story they share is its own evidence. They don’t attempt to impress you with their credentials or the fact that they did valuable work sometime in the past. At the same time, they don’t patronize you.
  • Considered: It’s revealing today and still meaningful tomorrow. AhA marketing’s approach to issues is so well thought out that you can still get something from it tomorrow and the day after.
  • Fun:The best insights can come from a joke, a fine graphic, or an interaction you observe. AhA marketers have a passion for creating memorable, intriguing vehicles for their ideas.

    …maybe try a different approach and achieve a completely different result.

From the point of view of the content creators, AhA marketing is also quite different from thought leadership. You accomplish more by doing less. With your understanding of the audiences and communications skills, you can let your creativity play. Your focus is on the result—the experience you enable. You can happily leave aside needless expectations and conventions that apply to standard thought leadership marketing. Does that sound like a good time?

Some companies are already making headway with successful AhA communications. Much of it is in various social-media channels and other, more flexible and less conventional vehicles. Some people have a good idea of what they want to accomplish and how to go about it, while others are mostly uncomfortable with the done thing and are looking for a fresh flavor in how they communicate. For the most part, communicators are being cautious—they provide aha moments along with the more tried-and-true white papers and traditional thought leadership pieces. Some practice segmented approaches—AhA marketing in social media, conventional thought leadership on the website and in print.

I’m certain that there are marketing vendors who will offer you the templates, metrics, and consulting hours that will never make up for a lack of good ideas and innovative spirit. Unfortunately, some people won’t stop trying!

In the meantime, if you know of any good examples for insight moment marketing, please share.

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How to write badly (4): Rocking the flow

We continue our summer class on writing badly, which started to minor acclaim quite recently.

Good writers always make a big deal of sequencing their thoughts just so a reader can follow along easily and a paragraph is a sort of organic entity that becomes part of a larger, beautiful whole, like a leaf on a tree. Well, if you’re aspiring to bad writing, it’s always fall for these leaves, and they’re dropping off the trees in an unpredictable manner.

Have you noticed how the truly righteous, when they go on and on about something, leave out the vital connections between their thoughts? That’s part of the quality we’re looking for when we disrupt the logical flow of your writing. You can find many good examples in letters to the editor. It doesn’t matter whether the topic is political, religious, cultural, or food-related—most highly opinionated writers are having a hard time keeping up with the syntax and logic, because they have so much to say, so quickly. They usually feel that smart folks like themselves will understand well enough, because they have a strong message to share.

If you place the equivalent of verbal rocks into your flow of copy, readers will stay with you and only eventually realize how confused they are. You need to exercise restraint in this practice.

The problem with such disrupted writing is that it often goes overboard. You lose the reader altogether instead of seeding gradual confusion. Don’t be heavy-handed—the right touches will knock the flow of the copy sideways and your audience will follow along for paragraph after paragraph. For example, if you change just the right word in the right place, you will ensure reader fascination along with befuddlement. Try a “what’s more” when you are really not continuing a line of thought. If you feel sure of your steps, use a “however” when you are not actually expressing an opposing concept. To soften the impact, you might experiment with “as well, however…” Even the occasional “also” inserted in completely inappropriate locations will advance the obscurity of the copy.

Reader still with you? You can pile it on. Try frivolously switching tenses in the middle of a paragraph. If you use a compound tense, such as the relatively rare past perfect, the flow will slow—I guarantee it! A fine trick is using the future tense for something that is going on right now. A lot of presenters and public speakers love doing this. Most listeners eventually catch on, but initially, yes, this is very confusing and will distract from what you’re actually talking about. It works perfectly well to make written copy more nebulous.

Assuming your readers are tenacious, you can mine your content in a more texturized manner. For example, consider demonstrative pronouns without clear antecedents—such an innocent, every-day practice. But this can work wonders in your bad writing. You can try obfuscating with personal pronouns if you dare, especially if you could refer to more than one person of the same gender. Who knows what she was trying to tell me, or who this was.

Finally, and I see this done gracelessly and very often in user manuals and other technical documentation, even in cookbooks, and in the recipes the newspapers crib from them. It works like this: Write perfectly fine paragraphs without using any of the simple tricks we just mentioned. Then, when you’re almost done, cut a sentence here and there. Don’t overdo it, or you’ll give yourself away. A missing statement every four or five paragraphs or so will do the job. People will read and follow along, maybe even try the steps you describe, and then—kapow! The conceptual trap door opens and it’s a steep drop down.

Just a few simple hints that help you rock the flow. If you like, you can work them in just like the last bad practice—write beautifully, then edit down. That way, you will avoid making the copy too obviously poor.

More soon—I promise.

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How to write badly: Keeping a healthy balance

Considering the popularity of bad writing in commercial and technical communications and marketing, it’s surprising that only very little credible guidance is available to help writers out. Most of the training and coaching for writers directs them toward excellence, not mediocrity. Is that really helpful? It seems to me that there’s way too much help available for a writer who wants to be good, but next to none for somebody who aspires to awfulness. Obviously, a lot of businesses, organizations, and public-sector entities prefer writing of poor quality. Writers need to be up to the task, and I’ll do my best to help us out. I know this will take serious effort and perseverance from you and me. Like anything that’s worth doing, bad writing doesn’t happen all by itself. I will get to the details of the discipline in an informal series of blog posts.

For today, let’s consider one important principle. Don’t overdo it.

You know why? Imagine a screen or page jammed with vague generalities, patronizing language, redundancies, jargon, passive voice, cute alliterations, puns, acronyms, clichés, very long sentences, recycled headlines, pronouns without clear antecedents, and so forth. Will anybody read it? Of course not. Viewers will stumble at the end of the second or third line, roll their eyes, and move on.

That’s not what you want. You need them to stay with you to the last miserable word, or they won’t get what you’re telling them, and your clients, if you are a commercial writer, won’t get their money’s worth. Readers expect to see what they know—some inarticulate, immature writing, but also some actual content that interests them and is not entirely what they’ve read before. Therefore, you need to learn to be disciplined in your pursuit of poor prose. A pun in the headline is fine, especially if it’s ambiguous. A ludicrous generalization in the first sentence, great—it will irritate some and make others curious. But after that, take it easy. Try to deliver at least a couple of sentences that introduce your subject in an attractive manner before you take a dive. At that point, think about offering a long, maybe not quite grammatical sentence that also includes a quote from a famous subject-matter expert. After that, try for a surprise—a clear, concise statement in fresh language. But be sure to follow that up with a non-sequitur generalization. See, you have already found your rhythm!

Many kindly readers know to expect and accept this writing style. Often, they don’t have a choice, because they have to make do with what they get from their bosses, vendors, business partners, even their friends and colleagues. And, in any case, a lifetime of exposure to poor writing works like anesthesia. It doesn’t really rattle you until you come out of it.

So remember: Your bad writing can’t be extreme. It needs to come across as genuine and unintended. Like it or not, you will have to sprinkle it generously with almost flawless, even luminous verbiage.

Mistakes need to be made, will be made—brilliantly. More soon!

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